The Course of PhOTOGRAPHY and Its Purpose

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1 FACULTY OF HUMANITIES AND COMMUNICATION SCIENCES COURSES OFFERED IN ENGLISH COURSE DESCRIPTIONS 1 st YEAR SUBJECTS. BASICS OF PHOTOGRAPHY AND AESTHETICS (6 ECTS) The main objective of this course is to give the student the ability to understand and acquire the fundamental basis of aesthetics for its later application to the photographic process, being able to communicate through the creation of images. During the course the student will learn the moral and philosophical implications of aesthetics and their influence over the observer, as well as the evolution of photography throughout history. The student will learn how to produce quality images with both digital and analogical SLR cameras, understanding how the photographic process works, employing the new Information Technologies applied to digital treatment of photography and its implications on the photograph's final effect on the public. WRITING FOR THE MEDIA I (6 ECTS) This course is an introduction to the rules, styles and common mistakes that exist in English Media. Students will learn how to prepare a presentation, write for a newspaper, website, television and radio show. They will also see the differences between writing for Journalism, PR and Advertising, and even how to write for sports and politics. Interaction is an important part of this class, as students will normally present their work in front of their classmates in order to improve their ability to communicate, their self-confidence and use of written and spoken English. HISTORY AND SOCIETY (6 ECTS) History and Society is a mandatory course for all CEU San Pablo degrees. It aims at making students conscious about the world they live in, its historical roots and the contributions of Western civilisation to the history of mankind. It deals with the development of our chronological history, from the invention of writing in Mesopotamia to our present time. A most important objective is also to encourage students to reflect on what we owe to our ancestors and to understand the importance of our place in society and history. The methodology includes readings, discussions and class activities. ANTHROPOLOGY (6 ECTS) Not compatible with THOUGHT AND TECHNOLOGY This course intends to be a metaphysical reflection on the human being, whose dignity relies ultimately in our transcendental origin and destiny. After the preliminary and methodological description of Anthropology, we adopt a realist standpoint in order to analyse the main human powers, the unity and limits (origin, suffering and death) of our being. We also have to reflect on the meaning of being a person, on our dignity, and on the necessity and possibility of performing a social and religious life. Finally, our metaphysical standpoint is well complemented by some theological reflections on the human fullness revealed by the Christian faith and life. GREAT BOOKS (6 ECTS) This course will be used to give the students a general knowledge of some classic books according to their importance in the evolution of Western Culture. The texts are studied, not only for their literary or textual value, but also for their interest as an ideological and anthropological work. The ideas and main themes developed in the texts created important streams of knowledge throughout the centuries and they still explain the reason of the human being.

2 BASICS OF ART AND DESIGN (6 ECTS) (Note: basic knowledge of Spanish required) Contemporary Graphic Design is complex and ever changing in form. It synthesizes and transmits information to the public while, at the same time, reflecting cultural aspirations and moral values in society. Designers are responsible for using their images in ways that benefit society. This course studies the philosophical and rational bases of aesthetics and artistic creation, as well as ontological implications in order to apply this knowledge to the graphic design. The main objective of the subject is to give the student basic concepts to develop the best skills of the graphic designer within the area of communication, not only as an executor but also as a translator and interpreter of creative projects. The use of new technologies applied to Graphic Design will also be important. Knowledge of the adequate use of colour, image and typography will be studied in depth. THEORY OF COMMUNICATION AND INFORMATION (9 ECTS) The subject matter covered by the module includes: Communication theories, models and research perspectives; Communication and responsibility: self-regulation, public function of news, truth and objectivity; Communication, persuasion and manipulation; Communication and governance: freedom of expression, control and media democracy; and finally, a short review of Communication industries. It aims to understand Communication as a field of analysis and academic reflection through the study of relevant theories and concepts. This subject provides a critical analysis of the place of communication in contemporary society. It gains fundamental knowledge about communicative and persuasive actions. Also, it analyses communicational content from diverse theoretical perspectives. POLITICAL AND CULTURAL THOUGHT (6 ECTS) A survey course of political and cultural theory, from the Greeks to the present. Students develop their critical thinking by debating and studying the most important social, political and cultural theories of all times, as well as the origin of contemporary political organizations and ideas. Readings include Plato, Aristotle, Machiavelli, Hobbes, Locke, Rousseau, Tocqueville, Marx and Nietzsche, as well as present-day political writers. Films, works of literature, art and other media are used in class. THOUGHT AND TECHNOLOGY (6 ECTS) Not compatible with ANTHROPOLOGY In this course the student will be taught to think in a critical way on topics like: What is the meaning of "Techniques"? The relationship between techniques and knowledge Techniques and the nature of man. Man and machine: Ethical issues of technology. Techniques and the abolition of human nature. Information and communication technologies.

3 2 nd YEAR SUBJECTS TELEVISION (6 ECTS) This course is designed to introduce students to TV news and communication in order to provide them with skills to work on the media. Emphasis is on writing and reporting, but also on learning the internal work procedures of Television. It also fulfils the need to know how the audiovisual media have developed, their history and how Television stations currently work. The course is an initial exploration to provide the students with a general feel for Television. CONTEMPORARY WORLD LITERATURE (6 ECTS) This subject is aimed at providing students with the required tools for the analysis of the major literary works and genres in World Contemporary Literature. It is also concerned with enhancing the process of analysis in students by means of studying literary texts as well as enriching the student's knowledge of social, ideological, religious and political changes as they have been reflected in literature. By means of explanations in class, text analysis and readings of the original works as well as literary criticism in English, students are required to learn about the major trends in literature in the 19 th and 20 th centuries. The explanations will be focused in European and North American literature. COMMUNICATION AND MARKETING (6 ECTS) The Marketing and Communication program analyzes the main aspects of marketing and communication planning, targeting, and positioning of industrial and business products and services. This program will help students understand the different value propositions needed to communicate to different target audiences. The program follows the 4P model (known as marketing mix) Product: brands, design, packaging, quality, etc. Price: price strategy, discount policy, price discrimination, etc. Place: distribution channel, market coverage, logistics, etc. Promotion: advertising, PR, direct marketing, etc. and it also gives an overview of the extended 7Ps model that includes: People, Process and Physical Evidence. CONTEMPORARY WORLD HISTORY (6 ECTS) This course will cover the period from the French Revolution to the Cold War, and is divided in three blocks: Block I: From the French Revolution and its consequences to end of World War I. Block II: The Russian revolution, the Interwar Period and World War II. Block III: From the Cold War to the emergence of the new Asian countries. The main objectives of the course are to: RADIO (6 ECTS) Acquire the ability to understand historical texts and documents. Develop critical thought. Acquire the foundations of Arts and Humanities related to History. The mains objectives of this subject are to acquire the capacity to analyze the structure, audience, content and styles of radio, as well as to be able to produce radio content. The students will be required to devise, write and produce magazine programmes, factual packages, news bulletins, live music features and material suitable for cross platform consumption. The student will learn to: 1. Develop critical skills on Radio contents through the understanding of the radio-phonic language, as well as the different procedures of production and creation. 2. Understand the context of communication in the information society. 3. Develop a correct and efficient use of sound codes and language.

4 SOCIAL DOCTRINE OF THE CATHOLIC CHURCH (6 ECTS) The main objective of this subject is to teach the students the basis of the Catholic Doctrine and its influence on society. This module is divided in two parts: Introduction to the Social Doctrine of the Catholic Church and the main treaties of the Social Doctrine of the Catholic Church. The units will emphasize principles and topics such as: Solidarity, Common Welfare, Social Justice, Natural Law, the rational Knowledge of God, Marriage and Family, Politics and Economy and Social Media. WRITING FOR THE MEDIA II (6 ECTS) The students will be able to adapt the different kind of messages they produce to every specific type of Communication. This course will focus on opinion and argumentative journalistic and communication genres. The main objective of the course is to learn and use the different discourse strategies in Communication regarding opinion and argumentation or reasoning. These strategies will address practical issues in Journalism, Audiovisual Communication, Advertising and PR and Digital Communication. BASICS OF ADVERTISING (6 ECTS) The module, The Basics of Advertising, gives students a look at various advertising campaigns and helps students to make the first step towards working for a professional organisation. In addition to allowing students to move closer to a more rounded understanding of Advertising and Public Relations, the module also helps students to gain an up-todate knowledge of the basic structure of the advertising market and the relationship between the major agents (advertisers, agencies, media and consumers) as well as the general process of planning an advertising campaign. In summary, this module aims to provide the necessary bases to facilitate understanding and learning of the other specialised disciplines, which are part of the study plan for the degree in Advertising and Public Relations. CORPORATE COMMUNICATION (6 ECTS) In this course the student will approach, for the first time, Corporate communication from a professional point of view. The aim of the subject is to teach the student the basics of Corporate Communication, as well as some of its History. The student will understand how communication processes work, but will also learn how to address some of the main challenges that exist in Corporate Communication. CREATIVE THINKING (6 ECTS) Through this module, the student will learn different techniques and methodologies to promote and inspire creativity and innovation. The program will cover the study of the so-called four Ps in Creative Studies (Person, Product, Press and Process). After defining and analyzing which features, attitudes and characteristics of personality are to be found in creative people (artist, writers, filmmakers, scientists ), the student will identify conditions of the environment that, again, facilitate the development of original thinking. A series of models of divergent and systematic thinking and creation will be applied in order to solve different cases and practical exercises. The module ends with a team project to design and launch a creative product. AUDIOVISUAL NARRATIVE I (6 ECTS) Theoretical-practical course that pursues the acquisition and analysis of the basic concepts relative to audiovisual expression and its language, paying special attention to technological evolution. The students will approach audiovisual narrative and morphology, studying the different types of shots, camera movements, space and time in the pieces etc. The practical focuses on the analysis of film beginnings.

5 AUDIOVISUAL NARRATIVE II (6 ECTS) Continuation of Audiovisual Narrative I. Theoretical-practical course that pursues the acquisition and analysis of the basic concepts relative to audiovisual expression and its language, paying special attention to technological evolution. The students will learn how to analyze the audiovisual syntax, the rules of continuity, the mise-en-scene, the language of lighting and sound and soundtracks. They will develop the skills needed for Art Direction and actor interpretation techniques. AUDIOVISUAL SYSTEM I (6 ECTS) This course tries to make the student develop a critical view of the role that the media play in the globalized world that we live in. This will be acquired by an approach to their past and history, studying its basic structure, its characteristics and its own financing model through advertising. Special attention is paid to the study of TV publics and audiences. AUDIOVISUAL SYSTEM II (6 ECTS) Continuation of Audiovisual System I. The goal of this course is the comprehension of the current situation of the TV media, as enterprises who create products with certain characteristics. Some of the main topics under examination will be the consumer habits of audiences, the relationship between TV and other media, the value of audiovisual typology and the different types of channels. INFORMATION ARCHITECTURE AND ANALYSIS (6 ECTS) Information Architecture is about organizing and optimizing the flow of information, helping people find, retrieve and share data/information effectively and make right decisions accordingly. In fast-changing social, organizational and technological environments, Information Architects know how to design and integrate information spaces, using traditional systematic structures such as ontologies, classification schemes, controlled vocabularies and thesauri, as well as developing new technologies and methods akin to the digital realm and the internet. JOURNALISTIC DESIGN (6 ECTS) The goal of this subject is the application of the graphic design concepts to journalism, as well as the different characteristics and rules supporting it (typography, image, color, frames, etc.). New technologies are used for the interpretation and critical analysis of different graphic projects. VISUAL COMMUNICATION AND THE NEW MEDIA (6 ECTS) This subject will focus on the skills that communicators need to improve in these days, when media industry is living a quick reconversion after the clash of internet: visual culture to create new digital publications. Focusing on e-books and interactive tablet magazines, the student will learn how the use of typography, information structure, color and interaction can have a core importance inside editorial products. In this new world of communications, visual perception of information makes shape, usability and interaction as important as content itself. Software used: Photoshop, Ebook Author, InDesign. TECHNOLOGIES FOR WEB-DESIGN AND PROGRAMMING I (6 ECTS) In this course you will learn the principles of developing a simple web application using the most common tools and techniques. The first sessions will try to set the main features and inherent problems that may arise when developing a web application. Later sessions will focus on programming the server side and the client side. The final sessions will introduce the use of a web framework to simplify the programming of the client side and create interactive pages. By the end of this course you will have completed 4 homework assignments, all of which involved a substantial and increasing amount of web programming. In addition to the homework, there will be a midterm exam and a final exam at the end of the term.

6 3 rd YEAR SUBJECTS ETHICS AND DEONTOLOGY (6 ECTS) This subject approaches Ethics in all communication disciplines (Journalism, Audiovisual Communication, Advertising and PR) from various perspectives. The main objective of the course is to explain and to learn how the communication professional must behave. Most of the emphasis will be on the truthfulness and veracity and good practice of the communication professional. In this globalized world, where media are continuously giving information, it is very important to pay special attention to issues such as: freedom of speech and its limits, veracity and responsible communication. CONTEMPORARY HISTORY OF SPAIN (6 ECTS) This course will cover the period in Spanish History from the fall of the Old Regime and the implementation of liberalism in Spain, including the reign of Ferdinand VII and the 1st Republic, to the Second Republic and the Spanish Civil War, covering topics such as the causes of the War and its consequences. The last part of the course will address the period of Franco's dictatorship and the Democratic transition of Spain and the restoration of Monarchy. TECHNOLOGY AND THE NEW MEDIA (6 ECTS) (1 st year subject in the degree of DIGITAL COMMUNICATION) The main objective of this subject is to teach the students Information Technologies, applied to the different communication platforms and contents so they can understand and manage all the challenges that digitization is creating in the structures of Journalism, Advertising and Audiovisual Communication. With this subject, the students will acquire the knowledge and competences needed, to process, create and transmit information through the new media. LAW (6 ECTS) This subject prepares students to get to know and understand the basics of Law. Communication students need to acquire the knowledge which combines legal regulation and communication, in particular the rules of constitutional character which allow people to exercise their legal rights. One of the main aims of this module is to create habits that help students to deal with all matters of legal nature that may arise in their professional future, as well as give them the ability to rationalize the constitutional protection that legitimates freedom of information. STRUCTURE OF THE COMMUNICATIONS AND ADVERTISING SECTOR (6 ECTS) In this course, the student will learn about the reality of the Advertising and Communication sector in Spain, but also in the rest of the World. The starting point will be the basic structure of the sector in our country, an analysis of agencies, companies and advertising contests. The course will also address topics such as: What is an agency? What kinds of agencies are there? What is the advertiser? How does it work? Definition of briefing. Parts of the communication department and functions. Communication trends. Future of communication. ADVERTISING PRODUCTION (6 ECTS) This course will address topics such as: the production of concepts from the point of view of the structure of communication in businesses and their relation with the Media; production within public advertising: from planning to production in advertising; production in advertising;

7 All this knowledge will help the student to create effective campaigns for different advertisers and clients by understanding how advertising works. BUSINESS AND CORPORATE COMMUNICATION (6 ECTS) This course serves as an introduction to the most typical writing styles and rules in Business Communications, from the points of view of a Company and a Press Agency. Students will learn how to prepare a press release, write and design their own internal magazine, write newsletters, work on their company's corporate image and control a crisis situation, amongst other subjects. Interaction is an important part of this class, as students will normally present their work in front of their classmates in order to improve their ability to communicate, their self-confidence and use of written and spoken English. ART DIRECTION (6 ECTS) In this course the advertising student will improve the practical and theoretical knowledge of creativity when analysing different professional profiles in the advertising sector. Who is the copywriter, creative director, planner... all these concepts will be addressed. The students will learn to use creativity in a strategic way and study new kinds of advertising, like new formats or vector illustration. The main objectives of the course are: 1. To acquire knowledge of visual language and develop the skills to analyze visual culture. 2. To acquire the technical knowledge needed to produce ads in order to be able to create concepts and campaigns. 3. To acquire theory and technical knowledge of creativity which allows students to think creatively MARKET RESEARCH (6 ECTS) One of the most important skills for a professional communicator, and most importantly for an Advertising student, is to understand and apply the methods of research and analysis of the different markets. Students need to know about advertising and communication and understand changes in these sectors. The course will analyze and study: - The Markets - Consumer and Company Behavior - The Demand - Commercial Research - Market Segmentation ENGLISH (6 ECTS) (2 nd year subject in the degree of JOURNALISM) With this course of professional English the student will learn how to write for a professional environment, but also to speak in public, present and defend ideas and projects in front of a critical audience and finally, learn to write resumes/cv's, letters of application, communications, etc. The basic objective of this course is to prepare the communication student for the professional work environment.

8 4 th YEAR SUBJECTS STRATEGIC COMMUNICATION (6 ECTS) The aim of this course is to study and understand strategy as one of the most important values in communication and advertising. The module is divided into three main sections: - The consumer and their role defining the Communication and Marketing strategy - Strategic thought - Strategic management of Communications and Public Relations APPLIED LEGISLATION (6 ECTS) This is a basic course for any student interested in communication in general. Every communication professional has to know and understand his rights and obligations and know the limits of his work. The subject will be focused on the laws in Spain regulating communications (Media, Journalism, Advertising) and studying the main rights concerning information and the responsibilities of communication. POLITICAL COMMUNICATION (6 ECTS) From the point of view of communication and its use, the student will learn how to assess the need for communication and information from a democratic perspective. The course will prepare the student to face the challenges and to identify opportunities that specialization plays in political information. In the course, the student will learn how to prepare effective and useful interviews and polls, and how to interpret the results obtained in order to apply them to political analysis. The main objectives of the course are to learn the main strategies in Political Communication, its genres and problems and handle correctly the specialized journalistic source on Political Communication. INTEGRATED COMMUNICATION (6 ECTS) The main emphasis of this course will be on addressing the situations where strategic communication takes place. Some of the main advertising aspects to be analysed will be the role that communication plays inside the company, but also the importance of event management and actions outside the company. Topics like product placement, guerrilla marketing, viral marketing and direct marketing will be addressed. COMMUNICATION AND CULTURE (6 ECTS) The course will teach the student about the cultural industry from a unique point of view. In this course the student will learn to analyze contemporary communication trends and develop their capacity to adapt communication techniques to cultural industries. At the end of the semester the student will be able to know and understand cultural industries and apply that knowledge in Communication and Advertising to different professional sectors. BRAND MANAGEMENT (6 ECTS) Brand Management is a course which aims to teach the student the basics of Brands and their environment. The student will learn the concepts of brand, strategic management, brand identity, sponsor or Corporate Social Responsibility (CSR). The module will address issues in the advertising industry and some of the main objectives are to help the advertising student make decisions and take important steps regarding the creation of a brand or product. MEDIA PLANNING (6 ECTS) What's the best time to air a commercial on TV? Who is my target group? How much does it cost to place an ad in a newspaper? How can I make my campaign effective?

9 Media planning is a course that helps to understand and learn how to work with media and how to use media for its own benefit (the company's benefit). The student will learn how to work with Gross Rating Points (GRP) to measure the size of an audience reached by a specific media or to schedule and use the Reach factor to make different campaigns more profitable. PUBLIC OPINION (6 ECTS) The course will value the need for adequate and important communication in order to create Public Opinion following the values of Democracy. The student will learn how to handle correctly the main concepts and elements in Public Opinion and their historical evolution. They will also learn the importance and repercussions that different media have in Public Opinion through critical analysis. The students will be able to research and learn about public opinion and, more importantly, understand it, in order to apply it for communicative purposes.